Content is King
In January of 1996 Bill Gates, a co-founder of Microsoft, wrote an essay that holds true over two decades later, just in a slightly different context. The “Content is King” essay referred to the process of selling information over the Internet. In 1996 less than one percent of the world population was using the Internet. The essay was written before most people knew anything about the web.
What is Web Content?
A business has many options in the type of content it can present on the web. The two primary elements of web content are text and media. We all know what text is. Media includes several elements. Those are images, video, animation and sound.
In creating web content, text is the first thing most of us think about. But, the phrase “a picture is worth a thousand words” rings as true on the web as anywhere. And the presentation of a quality video can raise a presentation to another paradigm.
Today, on the web, the impact of animation and sound can be very good or very bad. Poor animation can simply be ugly. Unexpected sound can catch visitors off guard and simply piss them off. Be extra careful when using these mediums for your web content.
Web Content Management
Content is king, especially on a website. A beautifully designed website is inviting to new visitors. But, quality content is what gets them to stay on the website and, in most cases, come back repeatedly.
Business Website Content
Content is the key element that makes a business website. It needs to be created thoughtfully and carefully through effective web content management.
Businesses need to update the content of their websites on a regular basis. Old content carries a range of liabilities. It chases away regular visitors to your site. It sends harmful signals to the search engines. And it brings your commitment into question. Updated content can be enticing and encourages them to visit in the future.
Blogs run on a timeline. Content is updated in younger blog posts. Older posts serve as a record of the past and don’t always need to be updated, especially if newer posts update content that is outdated on older posts. Creating a link from the older post to the newer one with a little explanation of the changes helps visitors and has a positive impact on your search engine ranks.
Republishing is another option for older posts. But, they need to be updated and the post should reveal that it is an update. Blog content that is no longer relevant, or out of date, should be deleted and/or replaced when republishing.
Selling Website Content
Many people consider “selling content” as selling a subscription to a blog or selling ad space on a blog. Gates predicted in his 1996 essay that this type of content provider could “expect a lot of disappointment in the short-term as content companies struggle to make money through advertising or subscriptions.”
He went on to predict:
In the long run, advertising is promising. An advantage of interactive advertising is that an initial message needs only to attract attention rather than convey much information. -Bill Gates
Today, that “initial message” comes in the form of the title and description of the website. These are the first things a searcher sees when they get results in the search engines. If their content quality attracts the attention, then the visitor will click through to the site. Next come the quality of the websites first headlines and text. Their quality determines whether the visitor scrolls further on the web page. Then the quality of the web page determines whether the visitor goes to additional pages.
As you can see website content can break down at many points. Quality web content management helps avoid this.
Contact us if you need help with your web content.